Marketing presentation sunderland uni - 17 feb 2010

Strategic and Practical Marketing

Social Networking

Wendy Taylor
Marketing Director

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What’s Covered today:-

Marketing – Framework
Framework Explained
Pull Marketing vs Push Marketing
Networking Explained
Social Networking
Bringing it all together
Questions


Marketing – Framework

Before Embarking on any
marketing – consider the
framework and how everything
interlinks.


Marketing – Strategy – Flexible & Practical

Strategy - Organisations need to keep abreast of the latest marketing techniques
and include these in their marketing plans to maintain their competitive advantage.

These organisations will have a clear marketing strategy for taking their business to
market and link that to their overall business strategy.

They are able to adapt quickly to new "market opportunities" and have employees
who understand what their vision is for the future.

Of particular importance is the ability to recognise the resources required, budget
effectively and carry out smooth implementation of a variety of activities.


Marketing - Customers

Successful businesses have exceptional customer care policies and always aim to
exceed their customer’s expectations.

Whereas customers are the pure essence of a business, it has to follow that staff
are instrumental in ensuring customer service is second to none. Those
organisations that link their customer requirements to their staff development
protocols are the ones that seize the day. They not only look at their internal
resources but match these to their overall business goals, they align their
culture, people and policies to achieve their market share and build their
competitive advantage through knowledge and understanding of their
customer’s needs, wants and expectations.

Of particular importance is to recognise the profile of an ideal customer, match
their culture to fit those customer’s needs and align their people and resources to
deliver exceptional customer care at all times.


Marketing – Products and Services – ”The Offer”

Every organisation is different and although many offer similar products and
services, they differentiate themselves through “guarantees and Unique
Selling Points (USP’s)”. Those organisations that have a culture embracing
change and adaptability through their people and their “business offer” are
able to adapt quickly to new opportunities and stay ahead of their
competition.

They make sure everyone in the organisation understands their values as well
as “what they do” and match these values to customer’s (current and future)
requirements.

The key to differentiating an organisation in its market segment it to identify
what the customer not only wants but needs then matching services, products
and guarantees accordingly. It is also important to constantly evaluate the
market place and regularly come up with new initiatives that will continue to
attract new customers and excite current customers.


Marketing – Stimulation – Looking Out / In

Organisations are stimulated to prosper is many ways. Some rely on their staff
and others rely on the outside world. Those organisations that are successful
look to both for stimulation. They monitor their external environment,
nurture relationships and are aware of changes in their market place.

They understand who their stakeholders are and actively encourage research
into their competition, market trends and new product or service
development.

They are aware of changes in culture within their community and encourage
staff to be an active part of future developments.

Of particular importance is the ability to nurture relationships both internally
and externally, adopt best practice in monitoring changing circumstances and
market-place developments, as well as utilising technology to enhance
ongoing research into possible stakeholders and market trends in their
community as well as building lasting relationships and collaborative working
practices

Marketing - Resources

Organisations that match the resources required to achieve their goals and objectives
are able to react quickly and win a greater market share. They carefully consider the
resources they need and remain flexible enough to add resource to maximise upon
new opportunities. They match their resource requirements with people who will both
enjoy and excel at particular activities and spend their budgets wisely when external
resources are required.

Resources involve people, marketing systems and procedures, as well as outside
agencies and consultants.

Particularly relevant is the ability to match resources and budgets for maximum
impact. People as well as systems play an integral part of the success of any marketing
strategy or campaign. Successful organisations ensure that they have the resources
available, whether internally or externally to achieve their potential growth in their
market place


Marketing - Activities

Successful organisations utilise a variety of marketing activities to maximise use
of the resources available to them. They research and implement those
activities that will raise their profile, win them new business and keep current
customer’s informed of new developments.

They use a mix of “traditional marketing” and “new media marketing” to
enhance their range of opportunities and build brand awareness.

Of particular importance is the way that organisations match the resources
they have at their disposal to a range of marketing activities that will enhance
brand awareness, encourage new business, create competitive advantage and
build the business alongside its culture, values as well as core services and
products.


Marketing - Brand

Organisations that develop and maintain a strong brand identity are able to
capture a greater market share and take new products and services to market
more effectively. They use their brand in everything that they do and
incorporate their values and culture to show the type of organisation that they
are.

The brand relates not only to the company but how its people interact with
each other, customers and other stakeholders and how the organisation is seen
both by its internal personnel and the outside world. It should be built on
credibility and emphasise what the organisation is about as well as what it is
known for.


Marketing – Bringing it all Together

An extremely successful organisation will be able to “bring it all together”
and deliver upon its promises and expectations. They will involve and
develop their people, where appropriate, in marketing activities. They will
have clear guidelines, budgets and plans and will constantly evaluate how
effective their marketing activities are. They will have the flexibility to
embrace emerging technologies adding additional value to their marketing
activities.

In essence, marketing is about everything that we do and say. Those
organisations that are able to plan effectively, identify resources, match
marketing activities with personal and business objective and carry their
values through their people and their brand will build a true competitive
advantage. They will employ a structured evaluation process and learn
from their mistakes.


Marketing - Networking

People buy from and learn from people they like and trust
Building Rapport
Partners and Collaborators
Building personal brand
Attending events
Being on Social networking sites
Networking your contacts
Give rather than take

It’s NOT about selling!


Marketing – Pull Marketing vs Push Marketing

Push marketing is when we push our brand out, actively tell people
about us and sell through e-marketing, direct mail, adverts, etc.

Pull Marketing is when we talk to people, get to know them and
entice them to find out more about what we do. Networking, Social
Networking, Blogging, etc.

Pull marketing is the way of the future!


Marketing – Networking Explained

Three reasons
to Network
Sell

Learn

Profile

Pull Marketing



Is there a difference between face to face
networking and on-line networking?



Creativity in Networking

Opportunity Spotting


Marketing – Social Networking

Linked
In

Bebo Blog

Organisation
My Web Video
Space
Brand
Customers
Hi 5 Ecademy

Facebook


Marketing – Social Networking Platforms

Linked In

Professional
News updates (Twitter Feeds)
Groups
Discussions
Applications – Slideshare, Blogging, Google Apps, etc
Questions & Answers
Events
Professional Etiquette
Professional Contacts
Excellent Email facilities

Enables you to become as an Expert and Build Personal and Business
Brand


Marketing – Social Networking Platforms

Facebook

Social – moving towards professional
Groups – Fan Pages for Business
Applications (More Social and Games)
Events
Photos – links to Flickr
Direct messaging
Excellent Email facilities

Enables you to become Build Personal and get to know others in a
more relaxed environment



Ecademy

Professional
Groups
Blogging
Events
Messaging
Statistics
SEO

Great for Search Engine Optimisation



Twitter

Links to all SN platforms
Use for regular updates – both personal and business
Build followers and friends quickly and easily (reach target audience)
Direct people to your SN sites, Blogs and Website
Quick and easy promotion of events, etc
Use to be known for who you are and an expert is what you do
Multiple Accounts

True Viral Marketing at its best!



Blogging

Quickly replacing static websites
Build personal and business brand
Promote articles and interesting facts about what you do
Excellent for SEO using tags and categories
Link to applications such as Flickr, Slideshare, Box-net, etc
Host your own discussions and forums
Quickly and easily build memberships, share docs, etc.

Change content regularly – get more visitors!



Automation

Schedule updates through Twitter and into other SN accounts
Plan SN activity for the week or month ahead
Saves time and money
Gather statistics
Automate followers / following friends
Auto-messages
Search facilities to find new friends
Key word searches to find new friends in target areas

Social Networking made simple!


Marketing – Networking – Case Study

You have developed a new on-line membership site for
schools.
It is designed to assist schools in maximising their
budgets by providing them with a comparison on the
goods and services that they buy, such as supply
teachers, stationery, books, materials, IT, etc
Your site is life but you are not getting the traffic.

How would you use Creative Networking to get it off the
ground?

What is your On-line Networking strategy?



Bringing it all together

Plan carefully
Don’t do everything at once – pick one or two platforms, set up
profiles and link through Twitter
Make profiles both personal and professional
Use a photograph
Do not outwardly sell – people don’t like being sold to
Use to pull people to you – make yourself and your business
interesting
Link networks – off-line and on-line
Be creative in how you go about it

Plan first – act later!



Wendy Taylor
wendy@taylored-assessments.net
www.taylored-assessments.net

Social Networking Sites

http://xeesm.com/WendyTaylor/


Marketing – Questions


Marketing presentation sunderland uni - 17 feb 2010

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